The Blog

United Healthcare — Creating a product brand identity for small businesses

Overview

Brochure

After acquiring an established PPO/managed indemnity product in a buyout of another insurance company, United Healthcare Insurance Group sought to reintroduce the product under its own name (Options™) and establish a distinct brand identity with its target audience—small businesses with fewer than 100 employees.

Strategy

Following interviews with United Healthcare employees, agents and brokers, and a communications audit of competitive marketing materials, First Experience Communications zeroed in on an approach that reinforced United Health Care’s status as “The Most Admired Health Care Company in America” (according to a Fortune Magazine Survey). A core image piece provides a concise overview of the company and Options™ plan beneﬁts. Individual pamphlets contained in the back pocket of the piece convey key ideas to small businesses,brokers, and healthcare consumers.

Results

By involving key stakeholders early on in the process and making the marketing materials more customer-focused, United Healthcare was able to generate good will among its sales agents and brokers and achieve concrete results. The ﬁrst 250 promotional kits distributed generated 150 responses, resulting in 75 new quotes for the Options™ managed indemnity product—a 100%increase over previous mailings.

This project earned United Healthcare and FEC a 1998 Silver Mercury Award from the Connecticut Valley Chapter of the Public Relations Society of America.

Testimonial

“First Experience Communications was able to quickly ﬁnd the pulse of our organization and deliver a solution that not only improved our external communications with effective marketing and design expertise, but strengthened our collaboration internally on this project with a sound process and approach.”